3 Main Advertising Appeals

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Transcript of 3 Main Advertising Appeals

1. EthosAppeal to sense of ethics by connecting the product to the credibility, reputation, or trustworthiness of someone or something else.3. PathosAppeal to emotions.Leads the audience into making an emotional connection with the product or message; includes use of humor, fear, and sex appeal.Advertising & Aristotle'sArt of RhetoricWhat is Advertising?Persuasive media messages constructed to sell something to a specific target audience.2. LogosAppeal to sense of logic or reason. Anytime an ad "proves" that a product works (demonstration), it's using logos.

Logos provides information about the product. It might include numbers or statistics as proof.The Art of Rhetoric (Persuasion)Greek Philosopher, 4th Century BCEDamaged EthosGoji Play from the makers of Guitar HeroMixBit from the makers of YouTube

More dentists recommend our toothpaste.It's the mechanic's choice for their cars.Examples of Ethos in AdvertisingO r i g i n sLogosProblem - SolutionDemonstrationProofTechnical SpecsA Few Specific Types of PathosBasic NeedsBandwagonSnob AppealSentimentalityAristotle

Phrases like: "from the makers of..." "Recommended by more doctors..."May be used with logos and ethos.lovesafety & securityhealthtimemoneyappeals to our desire to be better than others; to stand outappeals to our desire to belong and do what everyone is doingUse of sentimental images and/or music to invoke feelings of warmth and happinesscreated by Michelle M Brown 2014, updated 2016DeconstructionA thorough analysis of a media message to understand deeper meanings.Who paid for the ad?Who is the target audience?What is the text of the message?What is the subtext of the message?What kind of lifestyle is presented?Normalized or Glamorized?What values are expressed?What appeals are used?Ethos, Logos, PathosWhat positive messages are presented? What negative messages are presented?What groups of people does this message empower?What part of the story is not being told?LessonApplicationJif - "College Mom"Sony Playstation - "Perfect Day"4 Characteristics of EthosTrustworthyLogical ReasoningRelatableAuthoritativeReputable or Credible Expert3 main appeals used to persuade:1. Ethos2. Logos3. Pathos...it might be needful in a speech to...show one's opponents as responsiblefor those things that arethe causes of the anger...Positive Emotions - happiness, safety, reliefNegative Emotions - fear, injury, disappointmentCompanies use celebrity "spokespersons"and/or someone the audience will relate to.1. Deductive- premises lead to true conclusion2. Inductive- premises lead to probable conclusionHow does advertising work?